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You can learn a lot about a person based on they’re doomscrolling, at least that’s what Socialprofiler, a new social media background check company, is trying to do.
Socialprofiler, which launched in August, discovered that compared to millennials, Gen Z men are turning down booze, while their female counterparts are scrolling social media for NSFW content.
This head-scratching dynamic, most would assume to be the other way around, was recently discovered when Socialprofiler, using AI technology, examined 756 million U.S. social media profiles across Facebook, Instagram, TikTok and X from November 2024 to November 2025, with a specific focus on the online activity of Gen Z, millennials and older generations.
For its most recent study, which was exclusively shared with The Post, Anthony Noskov, the founder and CEO of Socialprofiler, combed through profile posts, likes and followings of public social media accounts in the U.S. and “identified 350,000 separate interests [across 2 trillion social connections].”
Private social media accounts were not assessed.
“This is the first time we can quantify the difference between what Americans say they care about and
what they actually do online,” he said. “Our patented AI technology eliminates self-report bias by mapping real behavioral data at scale.”
Noskov insisted to The Post that the software’s findings are “precise and nuanced.”
After evaluating posts that users from different age groups and genders engaged with the most across all social media platforms, Socialprofiler confirmed that Gen Z is drinking less; however, the decline in interest is more pronounced for men aged 18-26 compared to women.
Men in this age group also seem to be less interested in pornography and partying compared to their predecessors.
On the other hand, using the same methodology, Socialprofiler found there is an increased interest in NSFW content among young women compared to men their age.
“This conclusion is based on X only. Instagram, Facebook and TikTok do not allow mature content, while it’s very widespread on X,” Noskov told The Post.
“Women 18 to 26 in this report followed on average more accounts in a category for mature content on X [compared to their male counterparts]. These are big numbers and it’s not a single deviation. It’s very statistically true.”
This finding is surprising considering more and more Gen Z women are abstaining from sex as they blame hookup culture and dating apps for ruining intimacy.
From 2010 to 2024, the percentage of women ages 18 to 29 who admitted to not having sex doubled from 12% to 24%, according to the General Social Survey.
And while Gen Z is sitting back with a non-alcoholic drink and engaging in risque online content, millennials are figuring out how they can take more financial risks.
The report found that social media users born between 1981 and 1996 are scrolling high-risk financial content, such as cryptocurrency trading, real estate investment speculation, online gambling and penny stock trading.
“A lot of findings are very unconventional,” Noskov admitted. We definitely had a different view of Gen Z [before]. The online content consumption [amongst different generations] was very surprising.”
According to the report’s results, X is the top platform for science, politics and news. Users turn to Instagram for lifestyle and culture-focused content, whereas TikTok was dominated by young users expressing themselves through content creation.
“Social media platforms, specifically Instagram, focus more on content consumption rather than community building. I think people see every social media platform differently, but that was a little bit different and surprising for me,” Socialprofiler COO David Marohnic explained to The Post.
